E-commerce is rapidly evolving, driven by technologies emerging every second and by shifts in consumer behavior. Among the trends expected to shape the sector this year, Creator Commerce stands out as one of the pillars to expand reach, engagement, and sales. In short, it refers to digital content creators who use social networks and other platforms to craft authentic narratives, influencing consumer behavior and purchase decisions. The rise of this model is directly linked to the demand for more immersive, personalized experiences and genuine recommendations.
E-commerce could account for between 22% and 25% of U.S. retail sales by 2026, growing at an annual rate of 15% (CAGR) through 2029. In this scenario, and considering the accelerated evolution of technologies, the emergence of marketplaces, and new platforms such as TikTok Shop, creators are gaining increasing relevance as organic and trustworthy connectors between brands and consumers.
The influence of creators in e-commerce is based on three main factors:
- Authenticity and trust: Modern consumers value real opinions and spontaneous recommendations. Content creators build closer connections with their audience, making communication more humanized.
- Direct engagement: Unlike traditional advertising, creators interact directly with followers, building a loyal and engaged community.
- Niche conversion: Creators speak to segmented audiences, increasing campaign precision and, consequently, conversion rates.
Want to Leverage the Creator Commerce Wave?
For companies looking to embrace this trend, some approaches are essential—among them, partnerships with influencers aligned with the brand’s values and with relevance in their specific niche. It’s also important to invest in interactive and authentic content, using formats like livestreams, unboxings, and product tests to build closeness with the audience. Additionally, Artificial Intelligence (AI) can help identify strategic creators and measure campaign results.
The relationship between creators and e-commerce points to a highly effective path. With consumers becoming increasingly connected, offering personalized and interactive experiences will be essential to connecting genuinely with customers and ensuring relevance in the digital market.
Written by:
Douglas Bortoliero,
E-commerce Strategy Director
at Corebiz
